What are SMS links

SMS links are clickable hyperlinks designed to make mobile interactions between businesses and customers faster and easier. Essentially, they fall into two categories, each solving a different mobile communication challenge.

Links to an SMS message (SMS URL)

An SMS URL is a clickable link that opens the user’s default messaging app and pre-fills it with your phone number and a default message.

This feature eliminates the need for users to manually type phone numbers or messages.
Example: sms:+1234569999?body=I’m%99netmill
When clicked, the app opens with the phone number and pre-filled message ready to send.

Why it matters for CX and sales
Using SMS URLs removes friction from contact forms, letting visitors start a conversation with one tap. It also speeds up your first response time since messages arrive directly in your support inbox. Additionally, the pre-filled message can include product details or page links, helping agents respond faster with full context.

Popular use cases

  • “Text us” buttons on mobile sites and landing pages

  • In-app support shortcuts and QR codes at physical touchpoints

  • Loyalty program posters with “Scan & text VIP to 12345” offers

Links within SMS messages

These are clickable URLs that you include in the messages you send. Unlike SMS URLs that initiate a conversation, these links guide users to websites, promotions, forms, or product pages.

Why marketers love them
They allow you to track conversions with short, branded links and UTM tags, giving you a clear view of performance. Moreover, you can personalize them at scale by adding customer data so every recipient gets a unique experience. Finally, you can trigger automated follow-ups based on clicks or lack of engagement.

Popular use cases

  • Product pages and promotions: link users directly to discounts, launches, or offers

  • Appointment links: let users confirm, cancel, or reschedule with one tap

  • Feedback forms: collect survey responses quickly through a short link

How to create an SMS link (SMS URL)

Creating an SMS URL is simple and requires only basic HTML knowledge.

Basic HTML code for your site or app
Replace the phone number with yours, customize the pre-filled message after body=, and change “Text us!” to your desired call-to-action.

Important considerations

  • Works best on mobile: SMS URLs function on iOS and Android, though behavior may vary slightly.

  • Encode special characters: for example, spaces must be written as %20.

Common use cases

  • In-app support buttons that open a pre-filled message with user details

  • Mobile websites replacing long forms with one-tap “Text us” links

  • QR codes on packaging that open an SMS with a keyword for easy opt-ins

Guardrails before launching

To ensure a smooth rollout, follow these best practices:

  1. Use this method only when necessary. For bulk or high-volume messaging, use an API for better delivery and analytics.

  2. Always URL-encode special characters to prevent broken messages.

  3. Stay within the 160-character limit to avoid multipart SMS that can affect cost and delivery.

  4. Test across iOS, Android, and different carriers to confirm behavior and compliance.

Best practices for SMS campaign links

To maximize engagement and conversions, follow these three rules:

Keep it short and branded

Shorten URLs and use a branded domain to boost trust and click-through rates. This also helps keep messages under 160 characters.

One clear CTA per message

Lead with a single action. Multiple links can confuse users and lower clicks. Make the benefit clear in the first line so it’s visible even on lock screens.

Track clicks and conversions

Monitor opens, link clicks, and time to click to optimize campaigns. Rapid clicks indicate strong intent, while slow engagement highlights timing or copy issues.

Netmill link

SMS links use cases by industry

SMS links adapt to almost any business vertical. Here are examples:

Ecommerce and retail

  • Flash-sale links with A/B testing for maximum impact

  • Cart-abandonment reminders linking back to filled baskets

Healthcare

  • Appointment confirmation and rescheduling with one tap

  • Secure links to patient portals for results or prescriptions

SaaS and support

  • Pre-filled SMS URLs for fast in-app support requests

  • Personalized dashboard links for onboarding or renewal reminders

Compliance and deliverability

Compliance is critical to protect deliverability and avoid penalties.

  • Obtain explicit opt-in consent and store proof for audits.

  • Include a clear opt-out option like “Reply STOP to unsubscribe.”

  • Use branded HTTPS links to reduce spam filtering.

  • Avoid excessive frequency and irrelevant offers to keep opt-outs low.